UK War Risks
Established in 1913, with over $30m of reserves and backed by an A-stage financial rating from AM best, UK War Risks are the biggest UK mutual war risk insurer, providing insurance designed to protect ships of virtually any type or size against loss or malicious damage anywhere in the world.
- Liquid Light were tasked with improving UK War Risks’ marketing ability. This would involve creating a new visual persona for UK War Risks that would distinguish them from competitors and create brand recognition.
- As well the visual aspect, we were entrusted with making the website easy to navigate and the content easy to understand for clients and brokers
UK War risks is a tough sell as the cover it offers can often be bought cheaper elsewhere. One of the key challenges was to communicate the unique advantages that UK War Risks offer - something that is only apparent in the product detail.
We worked through a number of concepts and options, refining this until we had a visual concept and style which could help achieve the right impact, combined with messages helping to make their USP’s tangible.
Rather than simply choosing the most obvious solution, we provided sitemaps and wireframes that explored many different solutions for how to best structure the website. We then used this to base new content and key messages.
Many of UK War Risk’s competitors use rather cliched images of ships sailing blissfully through beautiful seascapes. To differentiate and position UK War Risks, we designed a concept that concentrates on what happens when things go wrong - the exact thing that the insurance covers!
With the complete overhaul of content, the content is not only much easier to find but the websites search engine visibility has been vastly improved. The website is number one for the search term “War Risks” on Google.
Not only does the website look great on the desktop, it also works perfectly across a range of smaller devices - useful for when clients are not at their desk and need to make contact in an emergency.
The website is powered by using the enterprise class Typo3 content management system. This has enabled the UK War Risks to use the site as an up to date marketing tool, by being able to update it themselves.